close Visitor Edition

The McKinsey Quarterly is the business journal of McKinsey & Company. Register now for immediate access to hundreds of articles.

Featured Information Technology, Applications Article, How poor metrics undermine digital marketing

October 2008 

How poor metrics undermine digital marketing

The Web is the most measurable medium in the history of marketing. Now all that’s left is figuring out how to measure it.

Recent Thinking

The Archive

2007

2006

2005

2004

  • November 2004 

    Life insurers look to IT

    New IT investments are capable not only of making insurance companies more efficient but also of mitigating the losses from agents who leave.

  • November 2004 

    When IT lifts productivity

    Companies should beef up their management practices before focusing on technology.

2003

  • November 2003 

    Flexible IT, better strategy

    IT’s critics say that it lacks strategic importance. So why does technology keep getting in the way of good strategy?

  • November 2003 

    Smart tags for your supply chain

    A new tracking technology is being touted by retailing and consumer product companies as the next big thing, but it isn’t ready for prime time.

  • November 2003 

    The promise of purchasing software

    New software can provide procurement managers with more information about their operations but can’t overcome flawed processes.

  • August 2003 

    Designing IT for business

    When business and computer people put their heads together, they can transform a company’s IT architecture.

  • August 2003 

    The IT factor in mobile services

    Mobile-telecom companies must redraw their IT architecture if they hope to market new services quickly and cheaply.

  • May 2003 

    Recentralizing IT

    Companies can run their IT systems more efficiently by creating new organizational structures in which IT departments and business units share responsibility.

  • February 2003 

    Fighting complexity in IT

    To simplify a company’s information systems, look beyond them.

2000

  • August 2000 

    The Paris guide to IT architecture

    City planners try to preserve viable old assets, to replace outmoded assets, and to add new assets—all in the context of an infrastructure linking them coherently. IT developers have a good deal to learn from that approach.

  • June 2000 

    The software gap

    A McKinsey survey of 100 software companies around the world found clear distinctions between practices in Europe and those in the United States.

  • May 2000 

    A second wind for ERP

    Implementing enterprise resource-planning systems can be intensely painful, and once you have them up and running they may seem to interfere with the speed and nimbleness required for electronic business. Are they a waste? No, but the real benefits aren’t always obvious.

1998

  • May 1998 

    The case for ERP systems

    Too often it’s made on faith, not good judgment. Will it cut costs? Common pitfalls in implementation.

1997

  • November 1997 

    Time to get rid of legacy systems?

    The real issue is people, not systems. Here’s how one utility addressed it.

  • May 1997 

    IT in UK schools: It’s time for a strategy

    The United Kingdom has a higher ratio of computers per schoolchild than almost any other country, including the United States. Yet information technology has had little appreciable influence on educational standards. Schools policy has focused too much on providing hardware, and not enough on fully integrating computers into education.

1995

  • November 1995 

    World class: Schools on the Net

    We can put classrooms on the information superhighway now. Is it worth 4 percent of the school budgets?

  • August 1995 

    Healthcare’s IT mistake

    Tools, not toys. Billions have been invested in information technology. Where are the results? A failure to focus on productivity. Get practice guidelines to the point of care.

  • August 1995 

    Navigating IT channels: Integrate or outsource?

    Financial institutions must focus on product development. But the skills to manage vendors are nonexistent. Handle it wrong and you lose the best people.

1994

Embed E-mail